London based fashion and lifestyle Public Relations agency Push PR Ltd have been appointed to handle the UK launch and ongoing public relations campaign for US premium womenswear designer EILEEN FISHER. Launched in 1984, Eileen was driven by her own wardrobe needs and a desire to put design ahead of fashion. Since then the company has grown somewhat to a 900 strong team proud to have 55 beautiful stores. EILEEN FISHER’S fiercely loyal following spans 18 states across the US in addition to an ever expanding international clientele worldwide.
October will see EILEEN FISHER open the doors of two new stores in London. Located at 4 Slingsby Place in Covent Garden and 96 Marylebone High Street, these prime locations have been carefully selected by the EILEEN FISHER team to correctly reflect the brand’s identity. Set to open consecutively over a two-week period, it’s going to be a busy and hugely exciting time for EILEEN FISHER and Push PR.
Eileen is excited about bringing the company’s design values to London. “We think our commitment to beautiful fabrics, pure shapes and social responsibility will appeal to an international audience,” she says. There are several reasons Fisher chose to expand to the UK, explains Karen Gray, director of the brand’s Retail Global Development. “We have long admired women’s dressing in the UK,” she says. “Many have an eclectic style that is both individual and fashion forward.” She feels that Fisher’s reliance on a system of dressing—simple basics that make it easy to layer and create style—will create “a shared appreciation.”
International retail consultant Adele Davey, who is partnering with EILEEN FISHER in London, predicts an instant hit. “For years, a knowing few have headed to New York and Los Angeles to stock up on these joyfully understated pieces,” says Davey. “For those seeking great design, comfortable and easy dressing with a generous dose of social consciousness, there really isn’t anything else like this available.”
Emma Hart, Managing Director of Push PR says; “As soon as I saw the pieces and met with the EILEEN FISHER team I felt an immediate affinity with the label. With good experience of brands and store launches over the years, Push PR instinctively know the UK press and are confident they will quickly become huge fans. We are thrilled to be launching and managing the ongoing campaign for EILEEN FISHER in the UK and know it will be a huge success”
EILEEN FISHER is taking a three-channel distribution approach to its expansion. In addition to two retail stores, the brand recently launched (July) on the first floor of Fenwick's of Bond Street. The brand’s website, www.eileenfisher.co.uk will also offer customers the opportunity to shop online.
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